LONDON--Chinese tech brand Huawei has brought in new PR support to help it build a more compelling offer to UK consumers. 

The company has hired W Communications to oversee consumer communications for its device range, which include its flagship Ascend smartphone.

W secures the assignment following a competitive review. The account was previously overseen by Fleishman-Hillard, which stepped down after being assigned global duties for mobile rival Samsung.

The brief marks the first significant win for W's consumer technology division, which launched earlier this year under the leadership of former Apple executive Nick Grange.

The firm will aim to develop media initiatives that promote Huawei’s range of products, in a bid to boost awareness among UK media and consumers. Better known for its B2B network products, Huawei is hoping to become a credible brand in the smartphone market. 

"[W] came out on top after a hard fought pitch process demonstrating a clear understanding of the technology and telecommunications industry, delivering exciting creative PR ideas for our 2013 product launches," said Jill Cooper, marketing director for Huawei Device UK and Ireland.

"W fit perfectly into our wider marketing team that we are currently appointing across creative, PR and media to help us realise our goal of becoming a top three smartphone brand by 2015."

Last year, Huawei shifted its UK corporate account to Pelham Bell Pottinger and Harvard PR. The company's global PR assignment is led by Burson-Marsteller.